Content Marketing Blog

Best practice guidelines for paid social advertising released

The changing nature of social media means that marketers, advertisers and companies as a whole have to be in the loop with new developments to ensure they are getting the most out of their social media marketing activities.

The Interactive Advertising Bureau Australia’s (IAB) recently launched Paid Social Advertising Best Practice Guidelines could point your company in the right direction, with the document offering tips on using a number of different paid social advertisements.

These include sponsored blog posts, sponsored social media updates, game ads and social network ads (covering Facebook, LinkedIn and sponsored Tweets).

The guidelines aim to give some clarity and structure on social media as a ‘marketing vehicle’, providing a framework to help achieve measurable outcomes with a focus on paid social advertising.

‘Video seeding’ was one advertising feature covered in IAB’s guidelines, with this activity enabled on sponsored blog posts, YouTube videos, Google sponsored video links or keyword tagging.

This advertising feature is a common way to launch new content, gain momentum and “increase the possibility” of the content spreading organically.

The IAB adds in their guidelines to ensure that the ads are well branded, as well as enjoyable and entertaining.

“IAB Australia is committing to further strengthening the breadth and depth of its library of content and resources to help drive best practice, creativity, innovation and accountability within Australia’s thriving digital economy,” said acting chief executive officer of IAB Australia Samantha Yorke.

“We believe these three new guidelines will provide valuable thought leadership and opinion to industry professionals as they plan and execute relevant campaigns.”

You can also download a number of other documents from the IAB Australia website including Ad Verification Guidelines and Best Practice for Digital Workflow.

Posted by April Revake.